Franchise Marketing Manager

This role is responsible for the development and implementation of all marketing, advertising efforts, and strategy related to the CPR brand, a 450+ retail chain located in the US and Canada. This includes all areas of marketing and advertising: website, SEO, online directory listings/review management, social media, paid advertising, email marketing, print advertising, asset library management, franchisee support and training, ad-hoc marketing/collateral requests, pilot advertising, in-store/retail advertising, reporting and data analysis, and any marketing efforts related to Assurant products that are sold and/or supported within the CPR channel (i.e. Device Care). Additionally, this role is responsible for all marketing and advertising related activities within the door management process. E.g., the website creation and account setup for new CPR stores, store terminations, transfers, etc.

Job Responsibilities

·       Strategy & Planning - Collaborate with CPR leadership, Marketing COEs, external agencies, and stakeholders to develop an integrated marketing strategy. This includes implementing, executing, and reporting on the results of the overall plans, campaigns, and other supporting efforts.

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·       NAF (National Advertising Fund) Service Management - This role is responsible for the strategy, planning, development, execution, and evaluation of effectiveness for all services supported by the NAF. Additionally, this role is responsible for the understanding the expenses that should be allocated to said fund and providing invoice payment authorization to the brand's accounting representative. The NAF supported services include:

o   Website & SEO

o   Blogs

o   Digital PR

o   Directory listings & digital presence management 

o   Customer review management - Currently supported by ReviewPush (review management software) 

o   Social media - monthly social calendar

o   Social media - paid ad management 

o   Email marketing 

o   Asset library - asset creation and platform management 

o   In-store TV advertising 

o   AdCentral Pro - Franchisee-facing platform that centralizes marketing activities and processes)

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·       Network Growth Management (marketing service specific) - Managing the marketing services and process associated with the onboarding, offboarding, transfer, and any other franchise store transactions. For example, new CPR locations require a microsite, press release, and various account setups. This process varies based on the nature of the transaction and whether the location is an organic or conversion sale. This role is responsible for the management of these processes and ensuring that all network activities (i.e., store opens and closures) are being appropriately addressed and supported from a marketing standpoint.

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·       Retail Marketing & Brand Management - Manage and maintain retail store planning, fixturing, and design through the development and implementation of the brand’s Retail Build Guidelines. This involves continuous review of both (a) the customer journey, and (b) franchisee/store employee needs, to ensure that our retail design is effective and meets the needs of all affected parties.

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·       Product Marketing - Responsible for the strategy, development, and implementation of internal and external marketing and advertising efforts that support the sale of internal and external products.

o   Internal products include ESC or related device protection products (i.e., Device Care)

·       This may also include supporting Dynamic Fulfillment’s client and partner programs (e.g., Apple IRP, Samsung ISP, Samsung ASC, WISE)

o   External products include accessory partners or other related products.

·       Responsible for managing, maintaining, and reviewing the retail vendor partner relationships that providing the fixturing, graphics, signage, and other in-store assets.

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·       Emerging Channels Support - Support the CPR brand in their efforts to diversify their service offerings via product/service pilots. Pilots can vary in size, timeframe, and service; however, this role is responsible for working with CPR leadership to understand the service/product that is being offered, as well as the overall pilot goals. This information should then be used to develop a marketing strategy that supports the brand awareness and drives traffic for the piloted service/product. Once the strategy and budget have been finalized, the execution and implementation of the agreed upon marketing efforts and reporting are also the responsibility of this role.

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·       Franchisee Training & Support - Responsible for providing training, guidance, support, and tailored marketing services (when applicable) to 450+ franchised retail locations in the US and Canada.

o   Create and deliver training to new franchise owners and managers.

o   Create and distribute communications support for new tools, products, and services.

o   Management of in-bound marketing requests. Evaluate and fulfill internal requests stemming from stakeholders to support projects, presentations, etc. and external marketing requests coming from franchisees.

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·       Marketing Vendor and Agency Management - This role serves as the main point-of-contact with the brand's agency partner(s) and marketing vendors and is responsible for managing the business relationship, workflow, and ensuring the terms of the MSA/SOW are being upheld and accurately executed in accordance with CPR-Assurant's standards and strategy.

Basic Qualifications

• BS, BA in Business, Communication, Marketing, or related field or 10+ years’ experience in a related field
• 3-5 years of marketing and brand management experience in a franchise/dealer network
• 3-5 years of retail planning, fixturing, and design experience
• 3-5 years franchise network operations experience

Preferred Skills

• Proficient in the development and execution of marketing strategies and campaigns across various channels
• Ability to successfully execute marketing strategies and campaigns by through collaborative efforts from internal and external resources
• Excellent with Microsoft Office applications and/or Apple and Google equivalent
• Excellent written and verbal communication skills with attention to detail
• Proficient in educational methods and application for adult learning
• Proficient in project management with the ability to manage team members from various departments to meet project goals and deadlines.
• Practical understanding of franchise law and ability to interpret, incorporate, and disseminate franchisee/franchisor obligations as outlined in related documents (i.e., FDD, Franchise Agreement, Termination Agreement, etc.)
• Basic understanding of electronics repair industry, related products, services, and supply chain needs

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Pay Range:

Any posted pay range considers a wide range of compensation factors, including candidate background, experience and work location, while also allowing for salary growth within the position.

Expected application deadline is

If date is blank then this is a pipeline requisition, and we will continue to collect applications on an ongoing basis.

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For U.S. benefit information, visit myassurantbenefits.com. For benefit information outside the U.S., please speak with your recruiter.

What’s the culture like at Assurant?
Our unique culture is a big reason why talented people choose Assurant. Named a Best/Great Place to Work in 13 countries and awarded the Fortune America’s Most Innovative Companies recognition in 2023, we bring together top talent around the world. Although we have a wide variety of skills and experiences, we share common characteristics that are uniquely Assurant. A passion for service. An ability to innovate in practical ways. And a willingness to take chances. We call our culture The Assurant Way.

Company Overview
Assurant is a leading global business services company that supports, protects, and connects major consumer purchases. A Fortune 500 company with a presence in 21 countries, Assurant supports the advancement of the connected world by partnering with the world’s leading brands to develop innovative solutions and deliver an enhanced customer experience through mobile device solutions, extended service contracts, vehicle protection services, renters insurance, lender-placed insurance products, and other specialty products.

Equal Opportunity Statement
Assurant is an Equal Employment Opportunity employer and does not use or consider race, color, religion, sex, national origin, age, disability, veteran status, sexual orientation, gender identity, or any other characteristic protected by federal, state, or local law in employment decisions.